this is not the best time for lance armstrong's image. a month ago here in the state of texas, he was given the badge of dishonor, so to speak, named the bum steer of the year, it's a badge of dishonor put out by texas monthly magazine. when you talk to people here on the streets, you get the sense he has a divided public image. some people see him as a hero for all that he's done for cancer research, but others see him as sort of a villain. so we took some time to look into it. what would it take for lance armstrong to fix his image report, after what he says today. here is what one pr specialist who's handled cases like this has to say about advice for lance moving forward. take a listen. >> i think one of the things that i would sincerely hope that he appreciates at this moment is that it's up to him to own this situation, not try to cast blame or try to dilute what is, in fact, the situation that's upon him right now. accept it. once you accept it, you're able to move forward. >>> it's interesting, it's coming full circle, covering th